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About the book

Reviews

innocencia
★★★★★

Herbert D. Baker
★★★★★

16 July 2013

Concepts of marketing are complete. Various strategies were part of the e-book and were all explained straightaway.

obed
★★★★★

21 September 2012

is good

Description

Marketing aims at finding out what consumers want, then planning and developing a product or service that will attract consumers. It also ensures that the right product is available at the right place and at the right price. More often than not, modern marketing – through an aggressive advertising campaign – tries to create a demand for a product or service that consumers are encouraged to buy in order to make a change in their lifestyle.

Content

Market and Marketing

Meaning of market

Marketing

Objectives of Marketing

Importance of Marketing to the Society

Merchandising

Selling

Distribution

Goods

Services

Modern Marketing

Features of Modern Marketing

Marketing System

Definition

Marketing Process

Marketing Functions

Classification:

Pricing

What is Price?

Pricing Objectives

Procedure for Price Determination

Price Leader

One price or Variable Price

Resale Price Maintenance

Branding and Packaging

Branding

Packaging

The Promotional Programme

Forms of Promotion

Sales Promotion

Importance of Sales Promotion

Objectives of Sales Promotion

Kinds of Sales Promotion

Advertising

What is Advertising?

Objectives of Advertising

Functions of Advertising

Advantages of Advertising

Advertising Media

Personal Selling

Objectives of Personal Selling

Duties of a Salesperson

Qualities of a successful Salesperson

Sales Personality

Features of Personal Selling

Process of Personal Selling

Sales Forecast

Factors affecting a Sales Forecasting

Methods of Sales Forecasting

Categories of Sales Forecast

Marketing of Consumer Goods

Characteristics of Consumer Goods

Classification of Consumer Goods

Channels of Distribution

Marketing of Industrial Goods

Classification of Industrial Goods

References

The Author

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